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Personalisation lessons from airports and airlines

This article is the first in a series exploring shopper marketing trends in the lead up to the 2015 POPAI Shopper Summit, on September 8 in Sydney. Brands seeking to deliver personalised customer experiences can learn a lot from the not-so-humble airports and airlines. This week, I’ve been looking at the Holy Grail goal of a personalised shopper experience – and what we can learn from channels outside traditional FMCG. My colleague Mark Fletcher, a consumer decision-making specialist and Dir